AMAZON has launched an assault on the Australian market, opening a local online bookstore, launching three tablets in Aussie stores, and introducing a system for local authors to publish books directly through the internet giant.

But there may be a catch for readers, with Australian book prices potentially higher than those paid by their American counterparts.

Amazon launched its Australian bookstore today, both online at amazon.com.au and via its apps and e-book readers, offering more than 2 million titles, including nine of the current top 10 bestsellers.

Amazon Kindle vice-president Neil Lindsay said the bookstore would list titles in Australian dollars, rather than US currency, and would serve the "millions" of Aussie customers already downloading books from the internet company.

"We also have the ability on that site to let you find Australian authors," he said.

The localised store will include books from Tim Winton, Colleen McCullough, Ricky Pointing and Kate Morton.

But Mr Lindsay admitted that Amazon's Australian prices might not match their US equivalents.

"The prices will be set by whoever is posting the price," he said. "It varies, but not because they're in different countries. We try to price locally. You'll find some things that are cheaper and some things that are more expensive."

Amazon will also launch three new tablets in Australian stores, with all priced higher than those listed on the company's US site, but significantly lower than that of their Apple rivals.

The company's 7-inch Kindle Fire HD tablet will go on sale for $189 and its new 7-inch Fire HDX with sharper screen and faster specifications will cost $329 when it launches in Big W and Dick Smith stores today.

The top-of-the-line 8.9-inch Kindle Fire HDX tablet will cost $479 when it is released in stores on December 10 - $58 more than its US price but more than $100 cheaper than the entry-level Apple iPad Air.

Mr Lindsay said the undercutting was deliberate.

"We don't try to make money off selling the devices," Mr Lindsay said. "We'd rather make money off you using the devices. It doesn't require you to be on the upgrade treadmill."

Amazon also launched Kindle Direct Publishing for Australian authors to publish works through the company and be paid royalties in local currency.

A NOTE ABOUT RELEVANT ADVERTISING: We collect information about the content (including ads) you use across this site and use it to make both advertising and content more relevant to you on our network and other sites.